Acme Ice Cream LLC will offer customers in downtown Wilmington avariety of artisan ice creams, frozen yogurt, and drinks. It is an ice cream store designed to stand out as a healthy lifestyle brand with homemade ice cream using locally sourced ingredients, as well as establishing itself as a comfortable environment for people to relax and enjoy. It plans on creating a homey yet technologically-advanced space with the option of using tablet menus at each table to place orders as well as boasting exceptional customer service. By creating a one-of-a-kind ice cream store, Acme Ice Cream plans to attract the young professional working in the downtown Wilmington area, as well as teenagers and local families with children.
The purpose of this business plan is to raise $200,000 for the development and expansion of a ice cream store (Acme Ice Cream LLC) in downtown Wilmington, DE. The investment will help the company build out its flagship retail location in downtown Wilmington and provide working capital for the first six months of operations.
Acme Ice Cream will be owned by two partners, John Doe and Jane Doe. John has a strong background in marketing and the food industry, with previous experience working at Ben & Jerry’s and Proctor and Gamble. Jane Doe brings 10 years of managerial expertise after working in multinational hospitality firms, including Marriott International and Starwood’s Group Ltd.
In addition to the two owners, Acme Ice Cream will have an advisory board consisting of two members, Peter Smith and Jessica Peters. Peter Smith has over 30 years of experience in the fast food industry and Jessica Peters is the current CFO of West Technologies Limited with more than 20 years experience in finance and accounting.
Products and Services
The company will sell three products: specialty ice cream, frozen yogurt, and a beverage selection dependent on the season. The first two products, ice cream and frozen yogurt, will be the signature product sold by the cup or cone. There will be regular flavors available, with plans to add in limited seasonal flavors. All the products will be hand-made with locally sourced, organic ingredients and will be promoted as a healthy lifestyle brand.
Acme Ice Cream will target three customer segments: young professionals, families, and teenagers. The location of the store in downtown area of Wilmington, DE is a prime spot for both working professionals looking for a treat, as well as local residents. The company will utilize storefront promotions and Internet marketing to get the word out, with an emphasis on social media marketing to encourage positive word of mouth.
The company expects to generate at least $700,000 in annual sales by the end of the first year of operations with a gross margin of 23%. The company will incur higher expenses for startup costs for the first year but the company expects to turn a profit within the second year of operation with steadily increasing sales and growing customer base.
The company is seeking to raise $200,000 from an investor. This business plan assumes the investor will receive 20% equity in the company, with John Doe retaining 80% ownership. The financing will be used to secure the lease on the company’s flagship store and working capital for the first six months of operations. The company has an aggressive expansion plan to acquire significant market share and grow its product offering beyond retail operations.